18 pages., Via online journal., The study asserts that rural villages which have developed relatively complex communication systems have extensive local knowledge and practice systems. Using the knowledge and community-based perspective, the study departs from past works of development communication scholars, who have focused their attention mainly on the transfer of information. The study is concerned with how meaning is created and shared in rural communities through the use of communication. It looks at how small homogenous farming communities in Thailand – world’s number one rice exporter – utilize communication to improve rice crop production. It asks: what roles does communication play in the formation of collective definitions (perspectives) and the construction/management of local knowledge and practices on rice farming? To explore the plausibility of this paper’s assertion, ethnographies of two rice farming villages were conducted – Baan Sap Som Boon (irrigated) in Chainat province (Central Region) and Baan Hua Hae (rainfed) in Ubon Ratchathani province (Northeast Region). Data generation period was from October 2004 to July 2005. Research results indicate that Baan Sap Som Boon has both an extensive knowledge of rice farming methods and procedures and an elaborate community-based communication system. Baan Hua Hae, on the other hand, practices more traditional means of rice production and divides time with other livelihood activities. In both villages, communication plays a central role in improving crop production via facilitating the formation of collective definitions on rice farming, labor, economics and agriculture-related institutions.
8 pages., Via online journal., Agricultural communication to mitigate climate change enables information dissemination of both scientific knowledge (SCK) and indigenous knowledge (IDK) for practical farming. This research analyzed knowledge utilization and conducted community-based participatory communication to propose a practical agricultural communication framework for climate mitigation. Based on a qualitative method of data collection in Phichit province, the key findings showed that SCK and IDK can be mutually utilized to enhance the good relationship among the people and for the people with nature. The participatory communication processes consisted of planning, interventions, and monitoring and empowerment. The successful farmers employing the farming practices of not burning rice straw, rice straw composting, and alternative wetting and drying technique were the main senders. The messages were related to their farming practices focusing on a practical and understandable message and graphic explanations. Vinyl was selected as a communication material for signage in the most noticeable areas in their communities. This research highlights that participatory communication with group dynamics and communication promotion mechanisms at both local and national levels should be enhanced.
